That is, unless you give them a reason to stay.

Take a good hard look at your web site - is it optimized in your favor? What does a visitor first see when they arrive? Does headline make them screech to a halt? Does your sales letter's first paragraph hook them in? Tick, tick, tick.... remember, 10 seconds is all you have.

If your conversion rate is telling a dismal tale, it's time to make some changes. And, as unglamorous as it may be, it all comes down to your sales letter. If your sales are nonexistent, now's time to act. Fast. Before your business becomes one of 95% that fail.

Here's infamous 'Top 10' checklist - does your sales letter do following?

1) Does it engage reader on a personal level? Write like you're talking to your best friend, your grandmother, whomever your target market is. If it's not personal, it's useless.

Use words 'you' and 'your' whenever possible - try to forgo words 'I' and 'me.' After all, it's not about you -- it's about them.

2) Try to incorporate your target market into your headline. If you're going after car enthusiasts, say 'Car Enthusiasts Usually Disagree... Except On This One Thing.' If you're going after dog lovers, it would be 'Dog Lovers Usually Disagree...Except On This One Thing.'

Do everything possible to make your reader identify with subject matter, to hook them into reading more.

3) Always use KISS principle when writing (Keep It Simple Stupid). Don't get lost in your own words - this is not time to impress with your astonishing vocabulary - write for common man/woman. Don't bore them into clicking away.

But selling online brings its own set of challenges. One of most difficult being able to establish a one-on-one, personal customer relationship.

So how to overcome anonymity of computer screen and create this critical bond?

One of simplest ways is through your words.

Words are your online ambassadors, so why not have them reflect your personality?

If you're enthusiastic, write enthusiastically! If you're thoughtful, let your words convey this, too.

A great example of someone who does this extremely well is Bob Gatchel, Mr. Internet Cheapskate himself. On his website (http://www.internetcheapskate.com) and through his emails, you soon come to feel like you know him personally, that he's your best friend.

How does he do it? By adding emotion, writing in facial expressions and by carefully using capital letters for effect. The end result is representation of a VERY ENTHUSASTIC person.

Which, having seen him at a seminar, he truly is in real life. In his writing, Bob really lets his personality shine through.

You can do same. By writing like you speak (or 'writing in your own voice.')

In school, they try to teach ou 'writing for business.' The pressure was to be 'textbook perfect.' Nothing is further than truth. Actually opposite holds true.

You are attempting to make a connection - one living, breathing human being to another.

[Before going on, I wish to sincerely apologize to Mrs. Williams, my tenth grade English teacher, for what I'm about to recommend...]